Anchors: Capture the Feeling (2)
Fragrances, aromas, and odors trigger memories, feelings, and attitudes in our minds. Smell can enhance or reinforce desired responses as well as positive and negative moods. There are multiple examples of this. Supermarkets with bakeries fill the air with the warm aroma of breads and coffee. Some children’s stores send baby powder through the air ducts. When you walk through the mall, the food merchants will make sure you smell their cookies, cinnamon rolls, and Chinese food. Real estate agents are famous for having homeowners bake bread before they have interested buyers tour the house. Large amusement parks will pipe in certain scents at certain times of the day to trigger responses and get immediate reaction. The use of smell in these instances is an attempt to link the seller’s products and services with a positive attitude, thereby inducing the shopper to buy. In the same way, you can link positive smells with your message to create a positive attitude in your prospects.
There have been numerous studies conducted on the bearing scent and fragrance have on association. A 1983 study conducted among undergraduate students found that female students wearing perfume were rated as more attractive by male students.[4] Scents were even found to improve scores on job evaluations in a study published by the Journal of Applied Psychology.[5 ]Of course, offensive odors can also be used (and actually have been used) to evoke a negative response. This technique was once used while campaign committees were rating and appraising political slogans. Not surprisingly, ratings for the slogans went down.[6]
Music: Feel the Beat
Music is much like smells in that our brains link music with attitudes and experiences from our past. Music is closely tied to our emotions. Think of the theme music from Rocky and then think of Jaws; the two movie themes evoke different emotions, don’t they? Local gyms pipe upbeat music outside to get passersby to associate it with high energy and good times inside. In one case, a local convenience store had problems with teenagers loitering outside. The store owners wanted the teenagers business, but didn’t want the drugs and fights that seemed to go with it. They decided to play a Frank Sinatra song outside the store and soon found that the teenagers voluntarily stopped loitering.[7] You may still remember the particular song that played during the dance with your high school flame. Music has a powerful pull on us and triggers instant memories.
Because music is so powerful, persuaders need to carefully select the music they’re going to use. Advertisers often use a popular song or a catchy jingle. Notice the next time you watch television how many songs you recognize from all the commercials—you will be surprised. Every time the ad is played, the tune reinforces the product’s appeal. Music is universal because it has the power to evoke the emotions shared by all of humanity. We know music can soothe the savage beast or create instant energy and excitement.
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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